Abstract

This research done in Malang Plaza III with research headline is Perception of Consumer to Attribute Handphone GSM (Global of System for Mobile Communication).
Purpose of this research to know perception of consumer to attribute handphone GSM, data analyzer applied that is multidimensional scaling (MDS). Result of perception analysis of knowable consumer that competitor Sony Ericsson that is Nokia. The thing because of existence of contiguity of attribute between handphone Sony Ericsson with Nokia that is there is equality of main attribute from both handphone brands. The attribute that is covering handpone easy to be applied, clear voice, quality of picture explains, result of camera good, radio frequency easy to be searched, game which many, product design draws, usage comfort and posting of interesting key pad. Handphone brand Samsung has resemblance of main attribute with handphone Sony Ericsson and Nokia that is enough Samsung brand easy to to be used, voice enough piercing, quality of self-explanatory picture, result of camera enough good, radio frequency easy to be searched, quite a lot game, product design that is enough draws. Brand Motorola is known to has resemblance of additional attribute at brand easy to be said, catchy brand, brand easy to be recognized, picture at packaging draws, strong product staying power, packaging color draws, forwarding of information explains, bar code easy to be checked off, brand name easy to be said, data access internet service easy to, magazine easy to be got, handphone easy to be ordered, old warranty, care center easy to be contacted and software and hardware easy to be searched. Suggestion submitted in this research that is expected company for always pays attention to and increasing innovation related to main attribute of product that is on the market so that consumer remain to applies product that is on the market by the company. Hereinafter is expected company besides paying attention to main attribute of product, also pays attention to addition attribute that is on the market. The businesses with consideration that the additions attribute serve the purpose of cost to main attribute on the market to consumer. Key words: Perception of Consumer, Attribute Handphone GSM